Den, a new store from the owners of cultish NYC men’s boutique Odin, just opened up at 330 East 11th Street. Different designers and “concepts� (mysterious!) will be featured for short periods of time – the idea is to dedicate the store entirely to a single theme at a time.

Unlike Odin, Den will have both womens wear and menswear.

The first featured brand is our favorite tight Swedish jean-makers, Cheap Monday, but the 350-square boutique also has jackets, tees, dresses, blouses, and even socks with the infamous Cheap Monday logo - a grinning ape skull - stamped all over.

Will a boutique dedicated to a single designer work, or will shoppers miss the variety? Stay tuned to find out - after Cheap Monday, CFDA nominee Tim Hamilton and the cuties from Rag & Bone will make an appearance in the space.

—ALISON COOL

ps - obviously, Faran agrees…